Primark joins forces with Rita Ora on new ‘multi-season’ fashion collaboration

Primark has teamed up with singer, songwriter and style icon Rita Ora to launch a new fashion collaboration which "will allow Primark customers to shop her famous style for less".

The first of the ‘multi-season’ Rita Ora x Primark collaboration collections will land in all 430-plus Primark stores across 16 markets on 19 September 2023.

The collection was "co-designed" by Primark and Ora, alongside emerging London-based designer Jawara Alleyne.

Under the banner of ‘versality for everyone’, the collection consists of denim, casualwear, knitwear, tailoring, outerwear, shoes and accessories, with a day-to-night theme that reflects Ora’s favourite looks.

Jermaine Lapwood, Director of Future Trends and Innovation at Primark, said: "In a world of collaboration overload, it’s more important than ever for brand partnerships to be rooted in genuine authenticity and connection.

"We’ve known Rita to be a Primark fan for a long time, but it was only when we ran into her almost two years ago and got chatting that we realised the extent of her love for the brand.

"The instant chemistry between both parties was undeniable, and today, following months of collaboration, I’m so proud to be revealing Rita Ora x Primark. Bringing together the best of Primark and Rita, I hope the collection allows customers to express their true selves and to show their inner Ora."

Ora added: "Throughout my life, I have always wanted to look stylish, and when I was younger I couldn’t have done that without Primark. I could always stretch my budget with so many great pieces from Primark. Honestly, that is really when I learned how to get creative and play with fashion.

"Creating this collection with Primark has been very nostalgic for me, and I can’t wait for the world to see it."

Modelled by Ora, and styled by her stylist, Pippa Atkinson, the campaign shoot took place in Trellick Tower and around Golborne Road in West London – an area that Ora has called home for the last 15 years.

Following the expansion of Primark’s ‘Click + Collect’ service to now include a selection of womenswear, customers will be able to shop the Rita Ora x Primark styles online before picking them up in one of the retailer’s 57 trial ‘Click + Collect’ stores.

Customers will also be able to browse the full range on the Primark website and check availability of products using the stock-checker before heading to their preferred store.